In today’s competitive business landscape, customer service has become critical for companies to differentiate themselves from their rivals. Whether you’re a small business owner or a corporate executive, understanding how to measure your customer service efforts’ return on investment (ROI) can help you make data-driven decisions to improve your bottom line. In this blog post, we’ll explore how to measure customer service ROI and the benefits of doing so.
What is Return on Investment in Customer Service
The return on investment refers to the benefits you receive from your investment. In the case of customer service, it represents the return you obtain by investing time and resources to assist customers before and after they make a purchase. This return could manifest as repeat orders, upgrades, or referrals, among other things.
To calculate your customer service ROI, you can use the following formula: Money gained divided by Money spent multiplied by 100, which gives you a percentage.
The following section focuses on the metrics you can use to measure your customer service ROI.
- Recognize Your Returning Clients
There is no better indicator of client loyalty than the amount of repeat business your company receives. Good customer service is the best approach to reducing churn, enhancing customer retention, and boosting your company’s repeat customers – all synonyms for the same benefit.
Repeat customers are a great sign of the success of your customer service program.
- Use Regular Surveys
When gauging the quality of your customer service, who better to ask than your actual clients? Asked your customers for feedback and input regularly through a newsletter or a semi-annual survey.
Regular surveys will provide valuable insight into the return on investment of your customer service efforts and may also provide direct feedback on enhancing your service.
- Calculate the Churn Rate
Customer turnover, also called “churn rate,” is the ratio of customers who stop doing business with a company or cancel their subscriptions to the number of new customers. To figure this out, divide the total quantity of customers who have left the business by the amount who have joined.
Most people with a negative experience with your business will leave and may never return.
- Sort Your Clients Into Groups
Refrain from treating your clients as if they all have the same needs. Divide your customers into segments to get a good idea of your ROI. By dividing your customers into groups, you can learn more about where and what your customer service dollars are, their needs, and habits.
Some high-dollar clients may care more about response time than others, so you might spend your time on them if you want to shorten it. In the same way, first-time customers may want more help getting started than regular customers do. You can also use ABM, aka account-based marketing, to target specific client segments and get the best out of your ROI metrics.
- Calculate Your Net Promoter Score
Your (NPS) or Net Promoter Score shows how likely a customer will tell others about your brand. This score lets you find out who is a promoter, who is passive, and who is a detractor.
Promoters are customers who are loyal to your brand and are likely to tell their friends and family about it, which will bring in more customers.
Detractors will likely cause you to lose customers and get fewer new ones.
Passives aren’t likely to buy anything else or have a high value over their lifetime.
Remember that connecting on a personal level is the most important thing, no matter what metric you use to measure customer service ROI.